The intent of this research was to identify the effectiveness of a destination brand as determined by international tourists visiting the destination. The Caribbean can be viewed as a homogeneous region to many individuals seeking sun, sand, and sea; therefore, product differentiation is essential. Destination branding represents and distinguishes a country among competing nations. This concurrent mixed methods study set forth to investigate the effectiveness of the Saint Lucia destination brand. The following objectives underlie this research: i) to explore how the current destination brand was chosen, ii) to evaluate tourists’ perceptions and images of the destination, iii) to explore the relationship between tourists’ perceptions and destination choice, and iv) to evaluate the extent to which the destination brand influenced destination choice. The research findings indicate a lack of awareness concerning the new destination brand. A lack of brand communication and insufficient exposure has been detrimental to the overall success of the destination brand. A conceptual model for the development process of a destination brand was suggested to enhance destination brand effectiveness. The six essential stages include market research, destination image, targeting and positioning, brand identity, communication of the brand, and continuous monitoring and evaluation throughout. It is recommended to engage in monitoring and improvement initiatives of the brand to better gauge its effectiveness; to enhance exposure of the brand through effective niche marketing initiatives that showcase the diversity and unique attributes of Saint Lucia; and finally, to work towards transforming the destination brand into a national brand.

An analysis of literature on security issues and its effect on destination image suggests that that to date little research has been done on the specific issue of the security image of the Middle East destinations, particularly as perceived by travel intermediaries. In this context, and due to the current situation of the Middle East, especially the Islamic countries, this research is a response to the urgent need to investigate and evaluate the safety and security perceptions, attitudes and behaviours of travel intermediaries towards Middle East destinations, and also seeks to compare between such perceptions, attitudes and behaviours of travel intermediaries based in the region and those of travel intermediaries based outside the region. This research may be described as phenomenological research that employed qualitative research tools. As a result of this perspective, the development of research methods is geared toward qualitative methods of study. The phenomenological approach employs qualitative research tools to interpret meaning from the reactions of individuals to experiences of dealing with Middle East destinations. Therefore, the present study adopts, as a primary method of data collection, interviewing of individuals representing the travel intermediaries in UK and Egypt. Results from the evaluation of the Middle East security image held by travel intermediaries showed that the Middle East is mostly positively perceived by majority of travel intermediaries despite the security problems that might occur in some of its destinations. Also it was made very clear that each destination in the Middle East is sold and promoted separately based on its unique image and identity as presented by travel intermediaries and not as apart of the Middle East.

The tourism industry is a young industry in Sweden but important for the economy and a large part of the field is mountain tourism. Marketing a place is called destination marketing, which has become a huge phenomenon and an important part of efforts for promotion in the tourism industry. The entrepreneurs in the tourism industry are an important part, as these are a big part of the destination. Their marketing and communication becomes a force to reckon with in order to attract tourists to the area. The purpose of this study is to examine how entrepreneurs through destination marketing reach their target market and with the intention to identify marketing channels that the entrepreneur uses. To achieve this, two questions will be answered: How can entrepreneurs attract customers through destination marketing? Which marketing channels do business owners use to reach out to their target market in the tourism industry? The theories used in this study are destination marketing, internet marketing, services marketing, and entrepreneurs as business owners. This study’s methodology consists of four semi-structured interviews with companies operating in Åre, which is a destination where tourists can visit the mountain all year out. Also a content analysis has been done where an observation was made looking at the company’s internet marketing. The conclusion is that the entrepreneurs through collaboration can increase the demand on the destination and reach out to more tourists. The marketing channels that was used the most is digital communication, more specifically, social media like Facebook and Instagram. Also search engine optimization to get higher traffic to the corporate website is used.

Background City branding is an emerging practice that is executed by an increasing number of cities all around the world. The concept is used to transform a location into a destination by applying different strategies. Jönköping is a growing city in terms of size, revenue and population. Two organisations, Destination Jönköping and Jönköping City AB, are constantly working with city branding in Jönköping to improve its city image. Purpose The purpose of this study is to identify and investigate the collaboration between Destination Jönköping and Jönköping City AB and if a partnership exists. Another part of the purpose is to recognise the main elements that have been used in order to achieve the same goal, which is to generate growth. Furthermore, an investigation will be performed of how significant these specific elements have been and still are for Jönköping’s branding process. Method In order to achieve the purpose of the thesis, primary as well as secondary data have been collected. Interviews, a case study and existing literature have provided a well-established foundation for the analysis and conclusion.   ConclusionThe authors found that the two organisations often help each other with different projects, however, they do not have a declared partnership. A partnership would be beneficial for both organisations regarding greater resources, larger networks and possibilities to reach wider target groups. The most important elements are Elmia and Jönköping University, which attract individuals to Jönköping. This results in an increase in the city’s growth.

The Netherlands is South Africa's fifth most important market and therefore South Africa has to maintain this market potential. If South Africa can maintain a steady growth rate of between 3- 5% it would be a very sustainable growth rate for South Africa's economy. This leads to the main aim of the study, namely to develop a sustainable marketing strategy for Dutch tourists to South Africa. Only 0.64% of a Dutch population of 15 million visited South Africa in 2002 which is an indication that the market still has some growth potential. This study is important to gain a better understanding of the Dutch tourist market in order to develop an effective marketing strategy. In order to achieve the above-mentioned aim, 400 questionnaires were distributed randomly on different train routes in the Netherlands. The study indicated that: The main finding of the study is that South Africa should follow a Differentiated strategy to target the market segments. A differentiated marketing strategy is when a destination identifies more than one viable target market segment and prepares marketing mixes (product, price, place and promotion) for each segment. This study identified three different market segments for the purpose of maintaining the current market and to exploit a new market. The market was extended to market segment 1 and 2. Market segment 1: Young explorers- Age group 20-24 years (students) Market segment 2: Knowledge seekers- Age group 35-49 years (Non-profit workers) For maintaining the current market, segment 3 was identified Market segment 3: Ambitious travellers-Age group 25-34 years (Sales Personnel) 9 A sustainable marketing strategy is an ongoing strategy for the future and not one big campaign. It should consist of a series of actions or small marketing efforts that can maintain and extend the market for sustainability. 9 For sustainability always monitor the Dutch tourism demand (Dutch tourists' needs) and the supply (how many tourists South Africa can accommodate) on regular bases. A successful marketing strategy should indicate the direction in which all the marketing efforts are made, for instance to increase arrival figures and maintaining a sustainable growth rate of between 3-5% per year. / Thesis (M.Com. (Tourism Management))--North-West University, Potchefstroom Campus, 2004.

The purpose of this study was to identify tourist profiles as a segmentation variable for three festivals (Innibos, Oppikoppi and Volksblad). Numerous segmentation studies have been done in the past; however, few were done where profiles were used as variables for segmentation of arts festivals. Market segmentation is the way in which tourism companies divide a market into smaller, more clearly defined groups that share similar needs, wants, and characteristics. Segmentation is important in order for a destination to target the right kind of visitor. Other reasons for doing this type of research is to increase the number of new tourist arrivals; to increase the length of stay of tourists; the amount of tourist expenditure per visitor stay and to broaden the activities and shows that are offered. Research for this study was undertaken at three festivals. These festivals are Innibos, Volksblad and Oppikoppi respectively. Questionnaires were distributed randomly during the course of the festivals. Data collection was done by field workers who distributed questionnaires to the attendants of the festivals. At each of the three festivals questionnaires were interviewer administered and the "recall method" was used, where respondents had lo recall their spending. It was also a destination-based survey, where interviews were held on-site during the event. Different sites were chosen to limit response bias towards a certain group of festival attendants. The questionnaires were distributed throughout the course of the three festivals respectively. The data was used to compile graphs and tables so that a profile of each festival can be designed. Correlations between the three festivals and their profiles were made. In this case the effect size is given by w= √(x2/n), where x2 is the usual Chi-square statistic for the contingency table and n is the sample size. In the special case of a 2x2 table, the effect size (w) is given by phi (Φ) coefficient. Note that the effect size is again independent of sample size. Oppikoppi has an average of 10 000 attendants, lnnibos and Volksblad have an average of approximately 30 000 attendants per year. The sample size of 400 questionnaires for Volksblad and 400 questionnaires for lnnibos was anticipated and 200 for Oppikoppi. The variables that were the focus point of this study were gender, occupation, language, province where the attendants reside, travel group size and number of days at festival. This information can contribute to better marketing and more targeted markets for a larger number of attendants. The organiser can determine what type of entertainment, music, song and dance can be packaged and marketed as a unique product. The research indicated that organisers from Volksblad and lnnibos can focus more on family entertainment that is suitable for the whole family. Oppikoppi is a rock festival and therefore the organisers can get more rock bands, especially Afrikaans rock. All three festivals are for Afrikaans speaking people so they can use Afrikaans magazines and newspapers as well as Afrikaans radio stations to market these festivals in the province of deliverance as well as bordering provinces. The study contributes to the information of the larger festivals that already exists like Aardklop, Grahamstown and KKNK. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2007.

The conscious creation and marketing of a destination brand and image is a feature of the present age. Brands can affect tourists' choices and behaviour and are therefore important in destination marketing. Marketing organisations devote considerable time to creating brands and channelling them through various media sources to the target markets. The success of the destination brand can be measured and defined by the expectations of the tourists. This study measured the SANParks brand by focusing on the current Kudu logo. It was the first time such a brand measure was done on any of the South African National Parks. Measuring brands can be done either internally, by employees and management of SANParks, or externally through visitor questionnaires. This study focused on external measurement. Primary data was gathered by means of 618 (n=618) structured, self-completion electronic questionnaires. Twenty four perceptions and eight emotions related to the Kudu brand were tested. A factor analysis was conducted on the correlation of these pre-established perceptions and emotions. Three factors - a successful brand, service and a positive brand image emerged as perceptions. Two factors related to emotions were divided into positive and negative emotions towards the Kudu brand. The findings indicated that most respondents relate SANParks Kudu logo to only the Kruger National Park and respondents clearly indicated that they do not want the Kudu logo to change. This study proved the Kudu brand to be successful, but it is recommended that SANParks differentiate the Kudu logo to create a unique culture and identity for every National Park in South Africa. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2009.

Literature indicates that pharmacists of South Africa experience high levels of stress as a result of their working conditions. Seeing that the definition of subjective well–being (SWB) entails that a person feels positive affect (positive moods) and experience infrequent feelings of negative affect (such as stress), pharmacists have low SWB since they experience high levels of stress. It is thus vital to lessen the stress seeing as this low SWB may entail a danger to the profession as well as the patients' safety. Based on this leisure proves to enhance well–being by producing positive affect (such as happiness) and reducing negative affect (such as stress or depression). Leisure (taking a holiday) is furthermore a means of buffering stress and therefore the perfect solution to pharmacists' stress. Hence the purpose of this research was to determine the role of holiday taking on South African pharmacists' overall well–being. To achieve this goal a database was obtained from The South African Pharmacy Council. This database consisted out of 8000 e–mail addresses of pharmacists registered at the Pharmacy Council. From the 1500 e–mails that were send out 207 completed questionnaires were obtained. A thorough literature analysis on socio–demographic characteristics, travel motives, independent choices and preferred activities when taking a holiday was done in Chapter 2. This chapter gives a detailed understanding of how the afore–mentioned factors influence the decision to take a holiday and the effect of taking a holiday on subjective well–being. Article 1 (Chapter 3) and Article 2 (Chapter 4) was based on this chapter's literature. Chapter 3 (Article 1) of this study determined whether holidays lead to positive SWB of pharmacists. In order to achieve this aim, the chapter made use of the Affectomer 2 and Satisfaction with life Scale to determine the pharmacists' subjective well–being before and after taking a holiday. Dependent t–tests were then applied to compare the A distinction on the other hand can be made amongst pharmacists that imply different working conditions and working hours. Therefore Chapter 4 (Article 2) of this study determined all the factors that influence the different groups of pharmacists' holiday taking which ultimately could lead to the enhancement of the profession's well–being. To achieve this, the chapter made use of factor analysis, ANOVAs and chi–square tests to find differences between different pharmacists. The results showed that the three groups of pharmacists (private, government, and industry), differ based on sociodemographic characteristics. These socio–demographic characteristics furthermore influence the different groups of pharmacists' decisions to take holidays which leads to higher subjective well–being. The results of Chapters 3 and 4 indicate that pharmacists experience enhanced wellbeing after taking a holiday and which have implications for different role players. This study is the first to determine the profile of pharmacists and give an indication of their travel behaviour that will assist destinations to alter their product/services to better suit the profile or travel behaviour of pharmacists. Employing companies on the other hand can have financial benefits in the form of low staff turnover and satisfied patients. Although pharmacists are seen as a homogeneous group, pharmacists differ based on socio–demographic characteristics and therefore the Pharmacy Council may enforce the design of different policies for the different groups of pharmacists to reduce the pharmaceutical profession's stress. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2011.

The conscious creation and marketing of a destination brand and image is a feature of the present age. Brands can affect tourists' choices and behaviour and are therefore important in destination marketing. Marketing organisations devote considerable time to creating brands and channelling them through various media sources to the target markets. The success of the destination brand can be measured and defined by the expectations of the tourists. This study measured the SANParks brand by focusing on the current Kudu logo. It was the first time such a brand measure was done on any of the South African National Parks. Measuring brands can be done either internally, by employees and management of SANParks, or externally through visitor questionnaires. This study focused on external measurement. Primary data was gathered by means of 618 (n=618) structured, self-completion electronic questionnaires. Twenty four perceptions and eight emotions related to the Kudu brand were tested. A factor analysis was conducted on the correlation of these pre-established perceptions and emotions. Three factors - a successful brand, service and a positive brand image emerged as perceptions. Two factors related to emotions were divided into positive and negative emotions towards the Kudu brand. The findings indicated that most respondents relate SANParks Kudu logo to only the Kruger National Park and respondents clearly indicated that they do not want the Kudu logo to change. This study proved the Kudu brand to be successful, but it is recommended that SANParks differentiate the Kudu logo to create a unique culture and identity for every National Park in South Africa. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2009.

Literature indicates that pharmacists of South Africa experience high levels of stress as a result of their working conditions. Seeing that the definition of subjective well–being (SWB) entails that a person feels positive affect (positive moods) and experience infrequent feelings of negative affect (such as stress), pharmacists have low SWB since they experience high levels of stress. It is thus vital to lessen the stress seeing as this low SWB may entail a danger to the profession as well as the patients' safety. Based on this leisure proves to enhance well–being by producing positive affect (such as happiness) and reducing negative affect (such as stress or depression). Leisure (taking a holiday) is furthermore a means of buffering stress and therefore the perfect solution to pharmacists' stress. Hence the purpose of this research was to determine the role of holiday taking on South African pharmacists' overall well–being. To achieve this goal a database was obtained from The South African Pharmacy Council. This database consisted out of 8000 e–mail addresses of pharmacists registered at the Pharmacy Council. From the 1500 e–mails that were send out 207 completed questionnaires were obtained. A thorough literature analysis on socio–demographic characteristics, travel motives, independent choices and preferred activities when taking a holiday was done in Chapter 2. This chapter gives a detailed understanding of how the afore–mentioned factors influence the decision to take a holiday and the effect of taking a holiday on subjective well–being. Article 1 (Chapter 3) and Article 2 (Chapter 4) was based on this chapter's literature. Chapter 3 (Article 1) of this study determined whether holidays lead to positive SWB of pharmacists. In order to achieve this aim, the chapter made use of the Affectomer 2 and Satisfaction with life Scale to determine the pharmacists' subjective well–being before and after taking a holiday. Dependent t–tests were then applied to compare the A distinction on the other hand can be made amongst pharmacists that imply different working conditions and working hours. Therefore Chapter 4 (Article 2) of this study determined all the factors that influence the different groups of pharmacists' holiday taking which ultimately could lead to the enhancement of the profession's well–being. To achieve this, the chapter made use of factor analysis, ANOVAs and chi–square tests to find differences between different pharmacists. The results showed that the three groups of pharmacists (private, government, and industry), differ based on sociodemographic characteristics. These socio–demographic characteristics furthermore influence the different groups of pharmacists' decisions to take holidays which leads to higher subjective well–being. The results of Chapters 3 and 4 indicate that pharmacists experience enhanced wellbeing after taking a holiday and which have implications for different role players. This study is the first to determine the profile of pharmacists and give an indication of their travel behaviour that will assist destinations to alter their product/services to better suit the profile or travel behaviour of pharmacists. Employing companies on the other hand can have financial benefits in the form of low staff turnover and satisfied patients. Although pharmacists are seen as a homogeneous group, pharmacists differ based on socio–demographic characteristics and therefore the Pharmacy Council may enforce the design of different policies for the different groups of pharmacists to reduce the pharmaceutical profession's stress. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2011.